Football legend Eric Cantona is the star of Kronenbourg 1664’s new digitally-led campaign.
Entitled #LeBigSwim, the new campaign begins with Cantona bullishly announcing that if 10,000 Britons agree with him that Kronenbourg 1664 is the greatest tasting beer, he will salute their good taste by swimming the English Channel from France to Britain.
The four-part video series aims to engage with the brand’s target male audience to increase awareness and drive purchase throughout the summer trading period.
To support the ATL campaign, limited edition packaging will be available across the off trade. The new design highlights the beer’s heritage and authenticity.
Ifeoma Dozie, beer brand director at brand owner Heineken, said: “Le Big Swim propels Kronenbourg 1664’s humorous take on the hop farmers of Alsace campaign with a global superstar, to a digital campaign that our consumers will want to watch and engage with, building their emotional connection with the lager.
“More and more consumers are looking for a premium drinking experience and Kronenbourg 1664’s outstanding combination of quality, taste and heritage provides just that. Through #LeBigSwim these credentials will be reinforced even further and hopefully Britons will agree with Eric that Kronenbourg is the most suprême tasting beer around.”
Eric Cantona said: “I have never turned down an opportunity to be bold and make a statement in the name of something I believe in. When the people of Britain agree with me that Kronenbourg is the most suprême tasting beer, I Cantona, will swim the Channel and show the world once again that I stand up for what I believe in.”
The video can be viewed here: https://www.youtube.com/watch?v=pmC-u75Ae2E
The public can follow Cantona’s #LeBigSwim and signal their agreement with him by heading to Kronenbourg’s Facebook page (www.facebook.com/K1664), Twitter profile (@Kronenbourg1664) and YouTube channel (https://www.youtube.com/Kronenbourg1664).